Find your Position-Market Fit: The Role of Brand and Memorable Experiences | Enzo Avigo (CEO at June, ex-Intercom)

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In this episode, I chat with Enzo Avigo, CEO of June.so. We delve into the journey of product management and the shift from being a Product Manager at companies like Zalando and Intercom to becoming a Startup founder. Enzo shares his insights on the key differences between product management in large companies and startups, and how that experience shaped his approach to building June.so, a platform for B2B SaaS companies that provides customer analytics for product-focused teams. We discuss positioning, product-market fit, and how to align multiple aspects like brand, marketing, and product into what Enzo calls "Position Market Fit."

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By the end of this episode, you’ll gain insights on:

- The transition from PM to Founder  

- The role of design and user experience in creating a strong product position  

- How to build a memorable product experience that stands out  

- Practical examples of positioning, including how Enzo applies it at June.so  

- Lessons learned on when to outsource brand work and when to handle it in-house

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Key highlights from this episode 👇

1. From PM to Founder: Enzo discusses the dream many Product Managers have of founding their own company and why it's so challenging to take the leap.

2. Key Differences Between Large Companies & Startups: Enzo dives into why traditional product management techniques don't always translate into startup success.

3. Position Market Fit: We discuss the metaphor of aligning multiple "planets" (product, brand, marketing, pricing, etc.) to achieve Position Market Fit, a crucial aspect for startups today.

4. Importance of Memorable Experiences: Learn how creating a distinct and memorable product experience helps cement your product in users’ minds.

5. In-House vs. Agency: Enzo shares the pros and cons of working with an agency for brand and product design versus keeping it in-house, with real-life examples from June.so.

Listen now and subscribe on your favorite platforms — Apple, Spotify, or watch on YouTube (new!).

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Where to find Kate Syuma, Growth Advisor (ex-Miro):

• LinkedIn: https://www.linkedin.com/in/ekaterina-syuma/

• Newsletter: katesyuma.substack.com

Where to find our guest — Enzo Avigo: 

• LinkedIn: https://www.linkedin.com/in/enzoavigo/

• June Website: https://june.so

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What we’ve covered in this episode:

[00:00] Introduction  

[00:39] Enzo Avigo’s journey from Product Manager to Founder  

[02:08] Differences between product management in large companies vs. startups  

[06:52] What is Position Market Fit?  

[13:20] How user experience and design drive a product’s position  

[17:36] The role of memorable product experiences  

[22:32] In-house vs. Agency branding — when to choose which  

[30:57] Aligning multiple elements (product, brand, marketing) to achieve Position Market Fit  

[42:24] Lightning Round: Memorable experiences, brands, and recommendations

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📕 Resources Referenced

• Position Market Fit article on

  Aakash Gupta
  Newsletter: 

  Your Pricing Problem is a Positioning Problem

• June.so — Enzo’s B2B SaaS company, Customer analytics for product-focused teams: https://june.so

• “The Holistic Growth Playbook" by Growthmates with insights from 100+ companies on Growth and UX: https://growthmates.club/playbook

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